November 15, 2024 • 23 mins
Unlock the secrets of regional marketing success with Robert Scotto, the mastermind behind Retail Media Hub. Discover how targeted marketing can be a game-changer for regional businesses, boosting visibility, sales, and job creation in areas like the Central Coast, Lake Macquarie, and Newcastle.
Robert shares an inspiring story of how one furniture retailer used strategic marketing to expand from Sydney to the Central Coast, illustrating the transformative power of effective advertising. Gain insights into how Retail Media Hub is helping local economies thrive and get ready to be inspired by the competitive edge these strategies offer.
In this episode, we also explore practical community marketing strategies that regional businesses can use to enhance their local presence. From leveraging social media to sponsoring local sports teams, learn how to engage with your community effectively. Understand the importance of hyper-targeting and avoiding common marketing missteps, such as not knowing your audience. We emphasise the value of community engagement and highlight how supporting local causes can drive revenue growth.
Plus, don't miss the preview of next week's guest, Wendi Czislowski, a powerhouse advocate for disability empowerment whose journey promises to leave a lasting impact. Tune in and transform how you think about regional business marketing!
----
Organisations & Charities Supported by Rob and the Team at Retail Media Hub
- Friendship Circle
- Walk 4 Breast Cancer Network Australia
- One in Christ
- Jewish House
- Sporting Rovers Soccer Team
Rob and his team at Retail Media Hub proudly support these organisations, reflecting their commitment to giving back to the community and empowering local initiatives.
Thank you for listening!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Leon Goltsman (00:00):
Good morning, good afternoon or good evening,
wherever you are, and welcomeback to another episode of
Engaging Conversations.
This is where we don't justtalk about.
We dive into meaningfuldialogues with inspiring people
who are making a real difference.
I'm your host, leon Goltsman,and today's episode is proudly
brought to you by Lake MacBusiness Focus, celebrating
(00:22):
businesses that redefinecustomer service and elevate
communities through impactfulwork.
Now let me share a quick storywith you.
We don't often say I'll giveback once I've made it, but what
if it is the act of helpingothers that brings success?
That's the question that's beenon my mind lately, and it's
exactly the kind of philosophythat is driving today's guest.
(00:46):
Today I'm thrilled to introduceRobert Scotto, the founder of
Retail Media Hub, an advertisingmedia company that's been
transforming businesses acrossSydney and, increasingly,
throughout regional New SouthWales.
And in just seven years, retailMedia Hub has become one of the
most trusted names in the mediaindustry, serving clients
(01:08):
Australia-wide and proving thatsuccessful businesses don't just
grow alone.
They empower the communitiesthey serve.
Rob's journey is a testament tothe idea that helping others
can be the foundation for athriving business.
In today's episode, we'llexplore the insights, values and
powerful strategies behindRetail Media Hub's growth.
(01:30):
We'll discuss the challenges,the wins and what it truly means
to create a business that notonly grows but gives back.
So, without further ado, let'sdive into the inspiring
conversation with Robert Scottoof Retail Media Hub.
Let's discover together howsuccess and community go hand in
(01:50):
hand.
Robert Scotto (01:52):
Hi, I'm Rob Scotto.
I grew up in southwest Sydney.
I've been in media for almost20 odd years now across three
different companies, one beingSalmat, a second being Franklin
Web Printing.
Then I went back to Salmat.
Then I started up Retail MediaHub in 2017.
(02:13):
So since 2017 till 2024, whichis now seven years.
A couple months ago, we've justopened up our Gosford office,
because we do see potential forgrowth on the Central Coast,
especially across the Gosfordregion and Newcastle regions,
(02:35):
and also Targrove, becauseyou've got those three major
hubs north of Sydney, and that'swhy we're focusing on these
particular regions now.
Leon Goltsman (02:44):
So, rob, what are some of the unique benefits
that marketing and advertisingbring to regional businesses,
particularly in the CentralCoast, lake Macquarie and
Newcastle areas?
Robert Scotto (02:53):
Benefits that marketing and advertising bring
to regional businesses,particularly in the Central
Coast Newcastle areas and, say,lake Macquarie region.
Also, targeted marketingincreases visibility and
supports regional growth byattracting local customers,
driving sales and eventuallycreating more jobs for locals.
(03:14):
And that's our goal.
Leon Goltsman (03:16):
Because in regional areas, unfortunately, a
lot of people are fallingthrough the gaps.
We've got a rising seniorpopulation.
We've also got, in fact, one ofthe fastest growing population
in all of Australia, so wereally do need employment.
So you're actually helping theeconomy, you're helping the
community here just by beinghere.
Robert Scotto (03:36):
Absolutely, and what we're seeing is those
clients who are based in Sydneyare slowly, slowly moving up to
the Central Coast, Tuggera andNewcastle regions.
To rent a premise is way, waycheaper.
The population growth withinthe Central Coast areas and
Newcastle is going up.
We can see all the demographicsslightly changing from every
(03:57):
four years.
The census data that comesthrough.
Disposable income on theCentral Coast is also going up
because you've got a lot oftradies moving up here to build
new homes.
So with new tradies coming uphere to build new homes,
bringing their families theyneed to go source new furniture,
so they would go, to, say, ahomemaker centre nearby.
All of that contributes to theeconomy, essentially for this
(04:22):
particular region.
Leon Goltsman (04:24):
And this is exactly what we need, because
our heroes are local businessowners and people don't realise
that when people have jobsthey're able to.
Well, it gives them dignity,first of all.
When people have money andcapacity to earn money, but they
also give it back to thecommunity and they can volunteer
, they have a little bit moretime to strengthen community.
So really what you're doing isfacilitating that Absolutely.
(04:45):
You mentioned that effectivemarketing does give local
businesses a competitive edge.
Rob, can you share an exampleof a local business success
story that showcases this?
Robert Scotto (04:55):
A great example would be, say, a furniture
retailer that I dealt with inSydney, that I currently deal
with in Sydney.
They've got around threelocations.
We ran online and offlinecampaigns.
They had tight budgets and wekept to those budgets.
But it's always on strategy,even if you're drip feeding.
(05:20):
But what that presents is thatshows us that marketing does
work, because we've seen anincrease in sales in store and
now they're expanding.
In the central coast they'vejust opened up a furniture store
in west gosford.
I think there might be evenexpansion into newcastle.
But when they're running theirmarketing campaigns say, for
(05:42):
example, a newspaper insert theywouldn't constrain or restrain
it to purely Sydney only,because online is driving quite
strong.
We're running campaigns acrossall of New South Wales,
including Newcastle and beyond,driving those click-throughs,
(06:04):
bringing people online, drivingonline traffic, online sales, to
the point where once we buildup a database strong enough to
warrant a store in Newcastle,then the client will go in there
and open up a store.
Leon Goltsman (06:18):
What are some practical steps that regional
businesses can take to boosttheir awareness and visibility
in the community?
Robert Scotto (06:25):
In order to boost awareness and visibility, you
definitely need to usestrategies like utilising parts
of social media.
Social media is very costeffective.
That's if done properly, ofcourse.
Absolutely Participating inlocal events absolutely
imperative.
Sponsoring local sporting teamsparticipating in local events
(06:45):
absolutely imperative.
Sponsoring local sportssporting teams.
I love that because that's whatI do in sydney constantly and
that's what we're going to belooking at doing on the central
coast.
Being part of the community isa major, major thing and it's
only baby steps, but those babysteps will get you somewhere.
Leon Goltsman (07:01):
So many regional business owners face specific
challenges.
Rob what?
Robert Scotto (07:09):
advice would you give them to navigate these
obstacles?
No-transcript when breaking itdown.
Metro areas and regional areasare very, very similar, but with
regional areas you haveobviously less density of
population, so you have to behyper-targeted.
With regional areas, obviously,you've got limited resources.
(07:30):
Okay, there is.
When I look at traditionalmedia within regional, say,
central Coast, newcastle, lake,mac there's not as many bus
shelters or not as manybillboards.
Radio networks you've probablygot two or three.
What we've also seen is thediminish of local papers.
With the diminish of localpapers, the community actually
(07:54):
doesn't have a voice anymore.
So, leon, what you're doingwith the podcasting is perfect
because you're giving a voice tothe local community once again.
So, leon, when was the lasttime you had a local paper
dropped at your front door?
Leon Goltsman (08:07):
Wow, I can't, at least three or four years ago.
This is the thing.
We don't know what's going on.
We don't know what's opening up.
The only way really is nowFacebook or word of mouth.
Robert Scotto (08:19):
And that's pretty sad.
I find that extremely sadbecause having a physical
material in front of you, you'vegot your retailers advertising
within that, you've got yourlocal voices being presented
within that.
And don't forget, the peoplethat are delivering the local
papers are locals.
So it's bringing income backinto the local community and
(08:41):
it's exercising too.
I love watching the walkerswalk past and dropping off
catalogs in people's houses.
Leon Goltsman (08:50):
So we're kind of losing that community feel.
We've seen some of the specificchallenges in local businesses
around the region.
I mean I suppose some of thosechallenges are shared all across
the country.
What are the common marketingmissteps you see with regional
businesses, or for any businessfor that matter, and how could
they avoid it?
Robert Scotto (09:10):
So the common marketing missteps that I'm
seeing within regionalbusinesses.
Some of them actually don'tknow their audiences, setting
clear brand messaging or evenstretching their budgets too
thin.
I had a client based innewcastle yesterday.
She called me because shewanted one shopping center
(09:30):
screen and that was it.
I'm thinking to myself why doyou want to spend 600 for one
fortnight when you can take thatmoney, save it, reinvest it and
do a larger campaign later ondown the track?
Because when you're doing oneshopping center screen only,
(09:51):
you're only capturing a handfulof people that are walking
through that shopping center andaccidentally seeing that screen
, and if it's's digital, it'llbe one of six share we know that
in advertising and marketingit's all about frequency.
Leon Goltsman (10:06):
So they may see you once and they probably don't
even pay attention, becausethese days people are bombarded
with thousands and thousands ofads and messages every day.
But the key is to have,obviously and I'm speaking now
for myself is if I see somethingthat's of interest to me, I'll
pay attention to it, and thenfor some reason, it keeps
popping up everywhere.
It's ubiquitous everywhere I goand it's almost like it's
(10:30):
following me, and I supposethat's very strategic, isn't it?
Robert Scotto (10:35):
Yeah, definitely Leon.
And you know what?
I love how you mentioned thatif you see an ad, you click on
it.
It follows you everywhere.
Okay, that's what we can do foryou.
So we run a targeted digitalcampaign.
We have a pixel firing on yourwebsite, we capture people's ips
and we retarget thoseparticular people.
Leon Goltsman (10:54):
So if people are thinking of buying something.
Uh, the chances are theyprobably will at the end.
So it's good for the companyBecause, look, at the end of the
day, if they don't buy from you, they're going to buy from
someone else, and we want tosupport local economy, we want
to support local businesses.
If they don't buy from thelocal businesses, then they're
(11:15):
very likely going to buy it andthe money's going to go
somewhere else, isn't it?
Robert Scotto (11:19):
Absolutely, it is Absolutely.
Leon Goltsman (11:21):
So, rob, you mentioned the importance of
knowing your audience andcompetitors, and we've had a few
conversations before we camehere today.
How can regional businesseseffectively research and
understand these factors?
Robert Scotto (11:34):
So understanding your audience and competitors
extremely important withinregional areas.
But it's all a test and learn,so you might not know your
customer right now, what kind ofdemographic they belong to
right now.
Let's do a database analysis.
Find out what the maincharacteristics are of those
(11:55):
people that reside within yourterritories.
Let's read your marketingcampaigns.
Let's target your rightaudience group and look-alike
audience groups to to grow yourpresence across a larger group
of potential cups customers.
What you can then do is thenyou can kind of strategize when
(12:19):
it comes to your marketingcampaigns to target these
customers and lookalikecustomers to grow revenue
essentially.
Leon Goltsman (12:28):
Because it's those little setbacks that pave
the way to something muchgreater.
Absolutely, it is so, rob.
How can local businessesleverage community values?
I know, look, obviously we'veheard that your um, your company
, and I know you've done a lotof wonderful things over the
past because you've supportedchildren with special needs
organizations, the homelessness,I mean, all those things that
(12:51):
people talk about, uh, butrarely really do.
Uh, you, you guys actually liveit, you breathe it, and I know
that you have and I'm not goingto go and plug every single
person, but the people that arelistening will agree, especially
if they're the ones that havebeen supported by you.
But for other people who wantto get involved and leverage
those community values, likesustainability or craftsmanship,
(13:13):
helping great causes, how canlocal businesses leverage
community values in theirmarketing to resonate with
regional audiences, local valuesnot only brings loyalty, but
also differentiates smallbusinesses from larger
competitors, creating acompelling local brand story.
Robert Scotto (13:35):
So, when you think about that comment that
I've just made, it's the largerorganizations.
It's all about branding,branding, branding okay with the
local businesses.
It's all about building rapport, building loyalty, growing
local presence.
It's all about the localcommunity.
(13:55):
So there's a massive differencebetween the two streams.
Um, yeah, as you mentioned, welove supporting local businesses
, we love supporting people whoare less fortunate than us,
because it's always giving backto the community and you have to
, and that's the way we see it.
We're not one of thoseorganisations just take, take,
(14:16):
take.
Leon Goltsman (14:17):
I'd rather give, give, give first and there's a
pattern with everyone I'vespoken to on this program is
that those who give are usuallythe ones that succeed, and it's
usually done in that order.
So it's interesting that yousaid that, because I'm seeing it
again and again and again.
Isn't that what a company does?
It's there to serve thecommunity, but serve their
(14:39):
customers and serve the peoplethat are dealing with them.
Robert Scotto (14:43):
Absolutely.
It is so obviously having abusiness, you're trying to
generate revenue for the companybecause you're servicing those
particular clients First andforemost.
Because you need to servicethose clients, you obviously
need to pay wages and everythingelse.
Leon Goltsman (15:02):
So, rob, what is your vision for how Retail Media
Hub can influence the growthand resilience of the
communities you serve?
Robert Scotto (15:10):
Well, leon, we're here for the long term, so it's
all about serving the community, serving our clients, growing
jobs within the Central CoastHopefully soon.
We'll maybe even open up anoffice in Newcastle in the next
couple of years and we just wantto empower the local businesses
.
What differentiates us is we'rea mediary.
(15:31):
We sit in the middle.
We will work with what's bestfor your organisation, based on
any particular budget.
We will be honest andtransparent in telling you okay,
well, you've got too much moneyto spend here, or you don't
have enough money to spend here.
This is what you can do andthis is how you can execute it.
Yeah, and we're definitelygrowing, so we're doing
(15:53):
something right.
Leon Goltsman (15:55):
How does your work with various organizations
like those supportinghomelessness Because I did touch
on that earlier and I justwanted to ask you, how does your
work with various organizationslike supporting homelessness
and children with special needsalign with your mission at
Retail Media Hub?
Robert Scotto (16:12):
Yeah, over the last 12 months, leon, we've
supported children with specialneeds.
Essentially, we were a majorsponsor at a local walk.
We also assist and donate tohomeless organisations.
Giving back is what'simperative to us, so why
(16:35):
shouldn't we help people thatare less fortunate than us?
And giving back?
It's not about you feeling goodabout giving someone assistance
.
It's helping them on theirjourney, especially in regional
areas like it is so, so tough,like the homeless people in
sydney.
You'll see them on every cornerand people are obviously giving
(16:58):
you money, but when, when itcomes to Central Coast Newcastle
, especially in Lake Mac, ifyou're homeless and struggling,
there's less people to actuallyhelp you.
Leon Goltsman (17:09):
And there's also a lot of other issues as well.
But, yeah, look, you'reabsolutely right.
A lot of people are fallingthrough the cracks and we really
do need companies andindividuals to help out.
Some of the other podcasts thatI've done, especially with
Survivors R Us helping peoplewith domestic violence and all
these issues you get to, itdoesn't just help the people who
(17:32):
are in need.
It brings out the volunteers,the people coming together and
really that is heartwarming.
Robert Scotto (17:40):
Yeah, it is, and, mate, just really earning what
you just said.
Regarding domestic violence,there's a charity event that
we've just also donated to,coming up in November, and this
organisation is building arefuge to house approximately 50
women that have been affectedby domestic violence and their
(18:02):
children.
So another massive project thatthis organisation is entailing.
Leon Goltsman (18:14):
I've always Look, I'm very fortunate that I that
I also work with quite a feworganizations and I'm even a
patron at some of them, some ofthe big ones and I've always
said that what's worse than badpeople doing bad things is good
people not doing anything aboutit.
So, Rob, you're a good personand thank you for all the
(18:35):
wonderful things that you do,not just in business, but it's
the other stuff that is lessrecognized or known and that
says a lot about your characterand your ethics in the way you
run your organization.
Thanks, Leo.
So, Rob, getting back intomarketing and we're almost at
the end of this interview whatadvice would you give to
(18:58):
business owners who may behesitant or uncertain about
investing in marketing?
Robert Scotto (19:02):
for those, for those business owners who may be
hesitant or uncertain aboutinvesting in marketing.
Marketing is imperative.
Okay, don't worry about yourbudgets.
We can always talk about yourbudgets, no matter how small, no
matter how large they are.
We will always work with youand we will guide you down the
(19:23):
right path.
Okay, and once again, like Isaid before, it all comes down
to baby steps.
So we will suggest ways tostart off, small measure results
and eventually scale yourmarketing campaigns.
Okay, because we see long-termgains, and that's it.
Okay, so never shy away fromadvertising.
(19:45):
Always speak to a marketingagency.
Okay, a good marketing agency.
Let it be retail media hub, andwe will help you, step by step,
throughout the entire journeyif people did want to contact
you, what would be the best wayto do that?
Yeah, easy, Through our website,retailmediahubcomau.
(20:06):
Scroll down to the bottom ofour website page and you'll see
my email address, my phonenumber and our office details.
Leon Goltsman (20:17):
Look, I will put some of that info in the show
notes Just before I let you go.
I mean, you and I couldprobably talk for a long time,
as we have in the past.
If people can take anythingaway from this program, what's
the one thing you would like ourlisteners to remember about
Retail Media Hub's approach tosupporting local business?
Robert Scotto (20:35):
growth.
Like our listeners to rememberabout Retail Media Hub is it's
all about community focus.
Community focus, the power ofcollaboration and the impact of
thoughtful marketing campaignsto drive revenue to you guys.
If we can drive a successfulmarketing campaign, in turn
(20:57):
driving sales either in-store oronline, obviously you're going
to reinvest that money intolocal communities, you're going
to hire more staff, you're goingto be buying local supplies.
It's all about giving back tothe community.
Leon Goltsman (21:11):
And the convenience and the fact that
it's better for the environmentas well.
Absolutely, rob.
Thank you very much, mate.
I've always loved chatting toyou, always inspiring, and I
really appreciate you taking thetime to come in and speak to me
.
Robert Scotto (21:25):
Thanks, leon, this is great.
Leon Goltsman (21:29):
Well, that's a wrap.
What a powerful conversationwe've just had with Rob Scotto
from Retail Media Hub.
Rob is a true advocate forcommunity-driven business, and
it's inspiring to hear how histhoughtful marketing campaigns
aren't just driving businessgrowth, but also channeling
resources and support directlyinto the communities that need
(21:52):
it most.
Through Retail Media Hub, roband his team are creating real,
measurable impact by enablingbusinesses to give back in a way
that uplifts everyone.
For those interested in thecauses that Rob and his team are
passionate about, please checkout the show notes, where we've
included a list of organizationsand charities they currently
(22:13):
support Each link and resourcesthere for you if you'd like to
get involved and be part of thisimportant work.
And now let me introduce ourguest for next week's episode,
someone I'm genuinely excitedabout.
Wendi Czislowski is a championin the disability sector, an
(22:34):
advocate who brings her wealthof knowledge and unwavering
commitment to Lake Macquarie.
She's dedicated to empoweringthose who sometimes can't
advocate for themselves, and Ican tell you firsthand that her
impact is nothing short ofincredible.
Wendy has certainly left astrong impression on me, and I
know that she will make one onyou too, as always, if you have
(22:58):
questions for Rob or any of ourpast guests.
Check out our show notes fordetails on how to connect.
I'm Leon Goltsman and I can'twait to have you join us again
next week.
Until then, stay engaged, stayconnected and let's keep making
a difference together.
Good morning, good afternoon or good evening,
wherever you are, and welcomeback to another episode of
Engaging Conversations.
This is where we don't justtalk about.
We dive into meaningfuldialogues with inspiring people
who are making a real difference.
I'm your host, leon Goltsman,and today's episode is proudly
brought to you by Lake MacBusiness Focus, celebrating
(00:22):
businesses that redefinecustomer service and elevate
communities through impactfulwork.
Now let me share a quick storywith you.
We don't often say I'll giveback once I've made it, but what
if it is the act of helpingothers that brings success?
That's the question that's beenon my mind lately, and it's
exactly the kind of philosophythat is driving today's guest.
(00:46):
Today I'm thrilled to introduceRobert Scotto, the founder of
Retail Media Hub, an advertisingmedia company that's been
transforming businesses acrossSydney and, increasingly,
throughout regional New SouthWales.
And in just seven years, retailMedia Hub has become one of the
most trusted names in the mediaindustry, serving clients
(01:08):
Australia-wide and proving thatsuccessful businesses don't just
grow alone.
They empower the communitiesthey serve.
Rob's journey is a testament tothe idea that helping others
can be the foundation for athriving business.
In today's episode, we'llexplore the insights, values and
powerful strategies behindRetail Media Hub's growth.
(01:30):
We'll discuss the challenges,the wins and what it truly means
to create a business that notonly grows but gives back.
So, without further ado, let'sdive into the inspiring
conversation with Robert Scottoof Retail Media Hub.
Let's discover together howsuccess and community go hand in
(01:50):
hand.
Robert Scotto (01:52):
Hi, I'm Rob Scotto.
I grew up in southwest Sydney.
I've been in media for almost20 odd years now across three
different companies, one beingSalmat, a second being Franklin
Web Printing.
Then I went back to Salmat.
Then I started up Retail MediaHub in 2017.
(02:13):
So since 2017 till 2024, whichis now seven years.
A couple months ago, we've justopened up our Gosford office,
because we do see potential forgrowth on the Central Coast,
especially across the Gosfordregion and Newcastle regions,
(02:35):
and also Targrove, becauseyou've got those three major
hubs north of Sydney, and that'swhy we're focusing on these
particular regions now.
Leon Goltsman (02:44):
So, rob, what are some of the unique benefits
that marketing and advertisingbring to regional businesses,
particularly in the CentralCoast, lake Macquarie and
Newcastle areas?
Robert Scotto (02:53):
Benefits that marketing and advertising bring
to regional businesses,particularly in the Central
Coast Newcastle areas and, say,lake Macquarie region.
Also, targeted marketingincreases visibility and
supports regional growth byattracting local customers,
driving sales and eventuallycreating more jobs for locals.
(03:14):
And that's our goal.
Leon Goltsman (03:16):
Because in regional areas, unfortunately, a
lot of people are fallingthrough the gaps.
We've got a rising seniorpopulation.
We've also got, in fact, one ofthe fastest growing population
in all of Australia, so wereally do need employment.
So you're actually helping theeconomy, you're helping the
community here just by beinghere.
Robert Scotto (03:36):
Absolutely, and what we're seeing is those
clients who are based in Sydneyare slowly, slowly moving up to
the Central Coast, Tuggera andNewcastle regions.
To rent a premise is way, waycheaper.
The population growth withinthe Central Coast areas and
Newcastle is going up.
We can see all the demographicsslightly changing from every
(03:57):
four years.
The census data that comesthrough.
Disposable income on theCentral Coast is also going up
because you've got a lot oftradies moving up here to build
new homes.
So with new tradies coming uphere to build new homes,
bringing their families theyneed to go source new furniture,
so they would go, to, say, ahomemaker centre nearby.
All of that contributes to theeconomy, essentially for this
(04:22):
particular region.
Leon Goltsman (04:24):
And this is exactly what we need, because
our heroes are local businessowners and people don't realise
that when people have jobsthey're able to.
Well, it gives them dignity,first of all.
When people have money andcapacity to earn money, but they
also give it back to thecommunity and they can volunteer
, they have a little bit moretime to strengthen community.
So really what you're doing isfacilitating that Absolutely.
(04:45):
You mentioned that effectivemarketing does give local
businesses a competitive edge.
Rob, can you share an exampleof a local business success
story that showcases this?
Robert Scotto (04:55):
A great example would be, say, a furniture
retailer that I dealt with inSydney, that I currently deal
with in Sydney.
They've got around threelocations.
We ran online and offlinecampaigns.
They had tight budgets and wekept to those budgets.
But it's always on strategy,even if you're drip feeding.
(05:20):
But what that presents is thatshows us that marketing does
work, because we've seen anincrease in sales in store and
now they're expanding.
In the central coast they'vejust opened up a furniture store
in west gosford.
I think there might be evenexpansion into newcastle.
But when they're running theirmarketing campaigns say, for
(05:42):
example, a newspaper insert theywouldn't constrain or restrain
it to purely Sydney only,because online is driving quite
strong.
We're running campaigns acrossall of New South Wales,
including Newcastle and beyond,driving those click-throughs,
(06:04):
bringing people online, drivingonline traffic, online sales, to
the point where once we buildup a database strong enough to
warrant a store in Newcastle,then the client will go in there
and open up a store.
Leon Goltsman (06:18):
What are some practical steps that regional
businesses can take to boosttheir awareness and visibility
in the community?
Robert Scotto (06:25):
In order to boost awareness and visibility, you
definitely need to usestrategies like utilising parts
of social media.
Social media is very costeffective.
That's if done properly, ofcourse.
Absolutely Participating inlocal events absolutely
imperative.
Sponsoring local sporting teamsparticipating in local events
(06:45):
absolutely imperative.
Sponsoring local sportssporting teams.
I love that because that's whatI do in sydney constantly and
that's what we're going to belooking at doing on the central
coast.
Being part of the community isa major, major thing and it's
only baby steps, but those babysteps will get you somewhere.
Leon Goltsman (07:01):
So many regional business owners face specific
challenges.
Rob what?
Robert Scotto (07:09):
advice would you give them to navigate these
obstacles?
No-transcript when breaking itdown.
Metro areas and regional areasare very, very similar, but with
regional areas you haveobviously less density of
population, so you have to behyper-targeted.
With regional areas, obviously,you've got limited resources.
(07:30):
Okay, there is.
When I look at traditionalmedia within regional, say,
central Coast, newcastle, lake,mac there's not as many bus
shelters or not as manybillboards.
Radio networks you've probablygot two or three.
What we've also seen is thediminish of local papers.
With the diminish of localpapers, the community actually
(07:54):
doesn't have a voice anymore.
So, leon, what you're doingwith the podcasting is perfect
because you're giving a voice tothe local community once again.
So, leon, when was the lasttime you had a local paper
dropped at your front door?
Leon Goltsman (08:07):
Wow, I can't, at least three or four years ago.
This is the thing.
We don't know what's going on.
We don't know what's opening up.
The only way really is nowFacebook or word of mouth.
Robert Scotto (08:19):
And that's pretty sad.
I find that extremely sadbecause having a physical
material in front of you, you'vegot your retailers advertising
within that, you've got yourlocal voices being presented
within that.
And don't forget, the peoplethat are delivering the local
papers are locals.
So it's bringing income backinto the local community and
(08:41):
it's exercising too.
I love watching the walkerswalk past and dropping off
catalogs in people's houses.
Leon Goltsman (08:50):
So we're kind of losing that community feel.
We've seen some of the specificchallenges in local businesses
around the region.
I mean I suppose some of thosechallenges are shared all across
the country.
What are the common marketingmissteps you see with regional
businesses, or for any businessfor that matter, and how could
they avoid it?
Robert Scotto (09:10):
So the common marketing missteps that I'm
seeing within regionalbusinesses.
Some of them actually don'tknow their audiences, setting
clear brand messaging or evenstretching their budgets too
thin.
I had a client based innewcastle yesterday.
She called me because shewanted one shopping center
(09:30):
screen and that was it.
I'm thinking to myself why doyou want to spend 600 for one
fortnight when you can take thatmoney, save it, reinvest it and
do a larger campaign later ondown the track?
Because when you're doing oneshopping center screen only,
(09:51):
you're only capturing a handfulof people that are walking
through that shopping center andaccidentally seeing that screen
, and if it's's digital, it'llbe one of six share we know that
in advertising and marketingit's all about frequency.
Leon Goltsman (10:06):
So they may see you once and they probably don't
even pay attention, becausethese days people are bombarded
with thousands and thousands ofads and messages every day.
But the key is to have,obviously and I'm speaking now
for myself is if I see somethingthat's of interest to me, I'll
pay attention to it, and thenfor some reason, it keeps
popping up everywhere.
It's ubiquitous everywhere I goand it's almost like it's
(10:30):
following me, and I supposethat's very strategic, isn't it?
Robert Scotto (10:35):
Yeah, definitely Leon.
And you know what?
I love how you mentioned thatif you see an ad, you click on
it.
It follows you everywhere.
Okay, that's what we can do foryou.
So we run a targeted digitalcampaign.
We have a pixel firing on yourwebsite, we capture people's ips
and we retarget thoseparticular people.
Leon Goltsman (10:54):
So if people are thinking of buying something.
Uh, the chances are theyprobably will at the end.
So it's good for the companyBecause, look, at the end of the
day, if they don't buy from you, they're going to buy from
someone else, and we want tosupport local economy, we want
to support local businesses.
If they don't buy from thelocal businesses, then they're
(11:15):
very likely going to buy it andthe money's going to go
somewhere else, isn't it?
Robert Scotto (11:19):
Absolutely, it is Absolutely.
Leon Goltsman (11:21):
So, rob, you mentioned the importance of
knowing your audience andcompetitors, and we've had a few
conversations before we camehere today.
How can regional businesseseffectively research and
understand these factors?
Robert Scotto (11:34):
So understanding your audience and competitors
extremely important withinregional areas.
But it's all a test and learn,so you might not know your
customer right now, what kind ofdemographic they belong to
right now.
Let's do a database analysis.
Find out what the maincharacteristics are of those
(11:55):
people that reside within yourterritories.
Let's read your marketingcampaigns.
Let's target your rightaudience group and look-alike
audience groups to to grow yourpresence across a larger group
of potential cups customers.
What you can then do is thenyou can kind of strategize when
(12:19):
it comes to your marketingcampaigns to target these
customers and lookalikecustomers to grow revenue
essentially.
Leon Goltsman (12:28):
Because it's those little setbacks that pave
the way to something muchgreater.
Absolutely, it is so, rob.
How can local businessesleverage community values?
I know, look, obviously we'veheard that your um, your company
, and I know you've done a lotof wonderful things over the
past because you've supportedchildren with special needs
organizations, the homelessness,I mean, all those things that
(12:51):
people talk about, uh, butrarely really do.
Uh, you, you guys actually liveit, you breathe it, and I know
that you have and I'm not goingto go and plug every single
person, but the people that arelistening will agree, especially
if they're the ones that havebeen supported by you.
But for other people who wantto get involved and leverage
those community values, likesustainability or craftsmanship,
(13:13):
helping great causes, how canlocal businesses leverage
community values in theirmarketing to resonate with
regional audiences, local valuesnot only brings loyalty, but
also differentiates smallbusinesses from larger
competitors, creating acompelling local brand story.
Robert Scotto (13:35):
So, when you think about that comment that
I've just made, it's the largerorganizations.
It's all about branding,branding, branding okay with the
local businesses.
It's all about building rapport, building loyalty, growing
local presence.
It's all about the localcommunity.
(13:55):
So there's a massive differencebetween the two streams.
Um, yeah, as you mentioned, welove supporting local businesses
, we love supporting people whoare less fortunate than us,
because it's always giving backto the community and you have to
, and that's the way we see it.
We're not one of thoseorganisations just take, take,
(14:16):
take.
Leon Goltsman (14:17):
I'd rather give, give, give first and there's a
pattern with everyone I'vespoken to on this program is
that those who give are usuallythe ones that succeed, and it's
usually done in that order.
So it's interesting that yousaid that, because I'm seeing it
again and again and again.
Isn't that what a company does?
It's there to serve thecommunity, but serve their
(14:39):
customers and serve the peoplethat are dealing with them.
Robert Scotto (14:43):
Absolutely.
It is so obviously having abusiness, you're trying to
generate revenue for the companybecause you're servicing those
particular clients First andforemost.
Because you need to servicethose clients, you obviously
need to pay wages and everythingelse.
Leon Goltsman (15:02):
So, rob, what is your vision for how Retail Media
Hub can influence the growthand resilience of the
communities you serve?
Robert Scotto (15:10):
Well, leon, we're here for the long term, so it's
all about serving the community, serving our clients, growing
jobs within the Central CoastHopefully soon.
We'll maybe even open up anoffice in Newcastle in the next
couple of years and we just wantto empower the local businesses
.
What differentiates us is we'rea mediary.
(15:31):
We sit in the middle.
We will work with what's bestfor your organisation, based on
any particular budget.
We will be honest andtransparent in telling you okay,
well, you've got too much moneyto spend here, or you don't
have enough money to spend here.
This is what you can do andthis is how you can execute it.
Yeah, and we're definitelygrowing, so we're doing
(15:53):
something right.
Leon Goltsman (15:55):
How does your work with various organizations
like those supportinghomelessness Because I did touch
on that earlier and I justwanted to ask you, how does your
work with various organizationslike supporting homelessness
and children with special needsalign with your mission at
Retail Media Hub?
Robert Scotto (16:12):
Yeah, over the last 12 months, leon, we've
supported children with specialneeds.
Essentially, we were a majorsponsor at a local walk.
We also assist and donate tohomeless organisations.
Giving back is what'simperative to us, so why
(16:35):
shouldn't we help people thatare less fortunate than us?
And giving back?
It's not about you feeling goodabout giving someone assistance
.
It's helping them on theirjourney, especially in regional
areas like it is so, so tough,like the homeless people in
sydney.
You'll see them on every cornerand people are obviously giving
(16:58):
you money, but when, when itcomes to Central Coast Newcastle
, especially in Lake Mac, ifyou're homeless and struggling,
there's less people to actuallyhelp you.
Leon Goltsman (17:09):
And there's also a lot of other issues as well.
But, yeah, look, you'reabsolutely right.
A lot of people are fallingthrough the cracks and we really
do need companies andindividuals to help out.
Some of the other podcasts thatI've done, especially with
Survivors R Us helping peoplewith domestic violence and all
these issues you get to, itdoesn't just help the people who
(17:32):
are in need.
It brings out the volunteers,the people coming together and
really that is heartwarming.
Robert Scotto (17:40):
Yeah, it is, and, mate, just really earning what
you just said.
Regarding domestic violence,there's a charity event that
we've just also donated to,coming up in November, and this
organisation is building arefuge to house approximately 50
women that have been affectedby domestic violence and their
(18:02):
children.
So another massive project thatthis organisation is entailing.
Leon Goltsman (18:14):
I've always Look, I'm very fortunate that I that
I also work with quite a feworganizations and I'm even a
patron at some of them, some ofthe big ones and I've always
said that what's worse than badpeople doing bad things is good
people not doing anything aboutit.
So, Rob, you're a good personand thank you for all the
(18:35):
wonderful things that you do,not just in business, but it's
the other stuff that is lessrecognized or known and that
says a lot about your characterand your ethics in the way you
run your organization.
Thanks, Leo.
So, Rob, getting back intomarketing and we're almost at
the end of this interview whatadvice would you give to
(18:58):
business owners who may behesitant or uncertain about
investing in marketing?
Robert Scotto (19:02):
for those, for those business owners who may be
hesitant or uncertain aboutinvesting in marketing.
Marketing is imperative.
Okay, don't worry about yourbudgets.
We can always talk about yourbudgets, no matter how small, no
matter how large they are.
We will always work with youand we will guide you down the
(19:23):
right path.
Okay, and once again, like Isaid before, it all comes down
to baby steps.
So we will suggest ways tostart off, small measure results
and eventually scale yourmarketing campaigns.
Okay, because we see long-termgains, and that's it.
Okay, so never shy away fromadvertising.
(19:45):
Always speak to a marketingagency.
Okay, a good marketing agency.
Let it be retail media hub, andwe will help you, step by step,
throughout the entire journeyif people did want to contact
you, what would be the best wayto do that?
Yeah, easy, Through our website,retailmediahubcomau.
(20:06):
Scroll down to the bottom ofour website page and you'll see
my email address, my phonenumber and our office details.
Leon Goltsman (20:17):
Look, I will put some of that info in the show
notes Just before I let you go.
I mean, you and I couldprobably talk for a long time,
as we have in the past.
If people can take anythingaway from this program, what's
the one thing you would like ourlisteners to remember about
Retail Media Hub's approach tosupporting local business?
Robert Scotto (20:35):
growth.
Like our listeners to rememberabout Retail Media Hub is it's
all about community focus.
Community focus, the power ofcollaboration and the impact of
thoughtful marketing campaignsto drive revenue to you guys.
If we can drive a successfulmarketing campaign, in turn
(20:57):
driving sales either in-store oronline, obviously you're going
to reinvest that money intolocal communities, you're going
to hire more staff, you're goingto be buying local supplies.
It's all about giving back tothe community.
Leon Goltsman (21:11):
And the convenience and the fact that
it's better for the environmentas well.
Absolutely, rob.
Thank you very much, mate.
I've always loved chatting toyou, always inspiring, and I
really appreciate you taking thetime to come in and speak to me
.
Robert Scotto (21:25):
Thanks, leon, this is great.
Leon Goltsman (21:29):
Well, that's a wrap.
What a powerful conversationwe've just had with Rob Scotto
from Retail Media Hub.
Rob is a true advocate forcommunity-driven business, and
it's inspiring to hear how histhoughtful marketing campaigns
aren't just driving businessgrowth, but also channeling
resources and support directlyinto the communities that need
(21:52):
it most.
Through Retail Media Hub, roband his team are creating real,
measurable impact by enablingbusinesses to give back in a way
that uplifts everyone.
For those interested in thecauses that Rob and his team are
passionate about, please checkout the show notes, where we've
included a list of organizationsand charities they currently
(22:13):
support Each link and resourcesthere for you if you'd like to
get involved and be part of thisimportant work.
And now let me introduce ourguest for next week's episode,
someone I'm genuinely excitedabout.
Wendi Czislowski is a championin the disability sector, an
(22:34):
advocate who brings her wealthof knowledge and unwavering
commitment to Lake Macquarie.
She's dedicated to empoweringthose who sometimes can't
advocate for themselves, and Ican tell you firsthand that her
impact is nothing short ofincredible.
Wendy has certainly left astrong impression on me, and I
know that she will make one onyou too, as always, if you have
(22:58):
questions for Rob or any of ourpast guests.
Check out our show notes fordetails on how to connect.
I'm Leon Goltsman and I can'twait to have you join us again
next week.
Until then, stay engaged, stayconnected and let's keep making
a difference together.
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